Dear Singapore: It's OK to take a break. Love, Sentosa

A new campaign for Sentosa Development Corporation (SDC) by BBH Singapore encourages hard-working Singaporeans to unwind a bit—and includes research showing that they currently only set aside 1% of each week as "leisure time".

The “Make Time” campaign includes a nice TVC that visualises the mental burden of work as literal desks that both adults and children carry around at all times. Is it a bit manipulative to show a little kid labouring under such a weight? Perhaps, but it's also an unfortunate truth that many kids in this region don't really get the time to just be kids.

The campaign includes PR events around a study performed by Asia Insights as well as partnerships with influencers such as food blogger Miss Tam Chiak and actress Kate Pang. Launched today, the campaign will continue for about six months, including nine weeks of print and TV.

Here's some of the campaign posters:

Ad here's some of the research findings:

CREDITS

Agency: BBH Singapore
Chief Creative Officer: Joakim Borgstrom
Creative Directors: Janson Choo & Khairul Mondzi
Senior Copywriter: Adeline Siow
Senior Art Director: Kenneth Foo
Business Director: Monideepa Nandi
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Strategy: Thomas Wagner
Strategist: Zoe Chen
Data Strategist: Angel Martinez
Editorial Lead: Audrey Phoon

Agency Producer: Kim Lim
Production Company: Freeflow Productions
Director: Roslee Yusof
Audio Production: Fuse Adventures in Audio

Media Agency : Universal McCann
PR Agency : The Hoffman Agency

Chief Marketing Officer: Lynette Ang
Marketing Director: Mira Bharin

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